Keywords

Keywords are clearly one of the most important elements in any search engine optimisation (SEO). Researching, selecting and then using relevant keywords provides the best opportunity to ensure a higher search engine ranking over the longer term. Keywords are what the search engines and your potential customers use to find your website. In considering any proposed keywords, businesses in Australia also need to consider the use of location-based words to localise searches from potential customers. In this article, we’ll look at how to select effective keywords and how to use them to maximise the benefits to your website.

Researching and Selecting Keywords
Selecting keywords that are relevant and effective can be critical to the success of any on-line business. Accordingly, it is worth spending time to carefully research and select keywords that are appropriate for your site. Some points to consider when researching potential keywords are:

• People will generally use a phrase rather than just a single word when undertaking a search through a search engine. Focus on keyword phrases (also referred to as key phrases) that contain 2 to 3 words. Single word keywords are likely to be too general and too competitive.
• Brainstorm any words that might relate to your website, product or service. Your existing customers may also have some suggestions that can assist.
• Try to focus on words that are specific or directly relevant.
• Consider plurals, variations and misspellings of main keywords.
• Review keywords used by competitors or similar businesses.
• Ignore words not normally used in searches such as “and” and “the”.
• Don’t use overly general words such as “internet” or “marketing”.
• Depending on your business and likely market, consider words that indicate your location (e.g. Newcastle, Australia).

There are several tools and sites available to assist in choosing relevant keywords. Some of the major resources are:

• Metaspy – shows, in real time, what terms people are using to undertake searches.
• Overture Search Tool – provides wide range of possible keyword suggestions.
• Wordtracker – one of the most popular keyword tools.
• Search Trends Resources – provides links to numerous helpful resources.

Using Your Keywords
Once you’ve chosen your keywords, what’s the best way to utilise them? Firstly, the keywords can be placed in various places throughout your site including:

• Domain Name
• HTML Title
• Meta Keywords
• Meta Descriptions
• Alt Tags
• General Text

You’ll also want to use your keywords throughout the existing pages of your site, or even create content that specifically features them. Any content though should not overuse the keywords as this can be considered as spam by most search engines. The content should also be readable and relevant to the site.

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